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Perspektif Generasi Z terhadap Pemanfaatan E-Commerce, Sosial Media, Influencer dan Testimoni

Year: 2025

Type: article

Abstract: This study aims to determine the influence of e-commerce, social media, influencers and testimonials in increasing the interest in buying Skincare products by Generation Z. The population of this study was all Generation Z who live in the Jakarta area, have purchased skincare products through online media at least 3 times. To obtain a representative sample, the study used a purposive sampling technique. Generation Z who met the requirements and participated as research respondents were 220 participants. The results of this study revealed that the role of e-commerce and influencers was proven to have a positive effect on increasing Generation Z's interest in buying skincare products online. Conversely, the role of social media and testimonials was not proven to have a positive effect on Generation Z's interest in buying skincare products online in the Jakarta area.

Source: EKONOMIS Journal of Economics and Business

DOI: 10.33087/ekonomis.v9i1.2047

Authors: Jihan Ariani, Virgo Simamora, Endyastuti Pravitasari

Institution: Universitas 17 Agustus 1945 Jakarta

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409402934

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